The YouAreTheCure.ca website includes interactive elements that show how easy it is to miss jogging gorillas, kittens with shopping carts, runaway dogs and attractive cyclists when you switch focus from the road to the phone lying in your lap.

Distracted by your crotch again, huh? Well, it’s fine to do it here, but it can kill behind the wheel. Keep your eyes up. Don’t text and drive. We know what you’re doing down there.

Said to cost the province $380,000, the campaign takes aim at young drivers, particularly males aged 25-34.

Alberta is known for cutting-edge public service announcements. In 2011 the province launched plentyofsyph.com, a mock online dating site that sought to raise awareness about rising rates of syphilis in the region.